UNITE is here —Jordan Brand’s new film series that celebrates a generation coming together to create impact that goes beyond the game. The first film,…
Source: Introducing UNITE. air.jordan.com
Unless you’ve been under a rock Zion has arrived and Nike is ensuring that their investment into the next “Jordan” is a much different roll out for their flagship model than has previously been the case. Zion brings with him an intense love affair with his extensive social following. He’s what Jordan Brand needs as Nike hasn’t quite figured out how to straddle the line of classic and future which has left Jordan Brand losing ground to a variety of smaller, fashion focused brands. Zion allows for something Jordan Brand hasn’t ever had, a viral internet sensation with an innocence and wonder creating an aura that simply makes you smile when he smiles.
This video however creates a tagline that resonates throughout sport and into life. In a city like New Orleans where the memory of Katrina hangs like fog through the French Quarter, bringing the city together to celebrate a new chapter in its sports history is extremely important.
Not because of basketball…
New Orleans is a service city. There really aren’t huge industries there and the city survives because of tourism primarily. New Orleans is at its best for the people who live there when there are numerous opportunities for jobs in the service industry allowing every demographic the chance to engage in the city’s economy. Zion is an industry built on youth and excitement. The NBA needs him; as the brand of the NBA has been usurped by eSports due to the professionalization of youth sports which has isolated kids from dreaming of being the next Kobe, KD or LeBron. (This is a different conversation that really should be held in every boardroom around sneaker retail.)
This video is one of a series. Its title is HOOPS. There are subtle details which speak to my comment on the problem of professionalization for basketball footwear sales and for retailers who have to carry these products. The first scene is of a kid standing in front of a tryout list. When someone makes the comment of “Why are basketball footwear sales down” this one scene is both the answer and the lie. Tryouts don’t happen anymore. Does someone at Jordan Brand understand this?
I’m rambling. Jordan Brand has done something the brand hasn’t done in a very long time when introducing a new shoe. The video is unlisted and it is not being promoted. The video is being allowed to grow organically. Why is this?
Jordan Brand obviously has Zion, but it includes all of Jordan Brand’s young roster, and it has viral air hooper Gerald Huston. The narrator is Rapsody and the band is the Dap Kings. After one day, the video is only at 8000 views on YT, but will undoubtedly grow as the weekend flows into Monday. Nike’s willingness to allow a more organic approach is what’s interesting here. Will it work?
My opinion? No. As I mentioned basketball sneaker sales has a problem that is much bigger than Zion and a dope sneaker can fix. There is an issue at the root. Maybe I’ll be wrong though and this video will take off without sponsored posts… We will see.
